88rising are a force to be reckoned with.
The multi-continent collective is carving out a space for not only forward-thinking music but Asian representation on a global scale.
Founded by Sean Miyashiro in 2015, the company existed to firmly pull artists of Asian descent into the spotlight. Miyashiro previously ran punk and hip hop shows while growing up in San Jose, California, but wanted to take a chance on a new breed of Asian hip hop that was on the come up.
His approach was to jump on artists who had an online presence and help them grow into a worldwide phenomenon.
Since then, 88rising have developed a select roster representing the best of the best in Asian talent: signing Rich Brian, Joji and Dumbfounded, along with releasing music from Yaeji and CL. Each artist on 88rising is handpicked for being extremely talented, innovative, versatile and exciting.
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They’ve also got NIKI on board – a 20 year old Indonesian singer-songwriter who’s championing the arts and representation of minority cultures, while amassing over 3.8 million monthly listeners on Spotify.
For her, 88rising is a collective of “likeminded people” coming together to create a culture shift where non-Western people are given a voice, an identity, and are validated in their dreams.
“Being at 88… it exposed me to issues with mainstream media and underrepresentation, particularly Asians. I was never really aware until I was part of it and I was like, wait, Asians aren’t really talked about. If you asked me what’s a household name that’s 'made it,' I couldn’t tell you. 'Made it' in terms of a global scheme.
“It’s been a blessing to be a part of a cultural movement, just to be able to say I was a small part of it is truly my greatest honour. I’m just here to represent Asian females and break stereotypes and that’s what 88rising is aiming to do.”
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The latest product from 88rising HQ is the second instalment of their collaborative album series, Head In The Clouds II, showcasing the all-star label roster as well as features from heavy-hitters Major Lazer, Goldlink and Swae Lee.
Head In The Clouds II is executive produced by once-Youtube star, Joji, who now wears many hats: rapper, producer, comedian, author. Made up of a huuuuge 16 tracks, the album seamlessly switches from dreamy 500 Days of Summer inspired numbers like ‘La La Lost You’ to pulsing club track ‘Just Used Music Again’ and harder, gym-ready cuts like ‘Hopscotch.’
“We’ve just all, personally and collectively, learnt so much about making music, music itself, and ourselves as people, since we put out the first Head in The Clouds,” says NIKI. “This has a lot more dimension and depth to it, it’s just an elevated experience and I hope everyone loves it as much as we do. I think diversity and versatility are what makes a solid album.”
One of the standout tracks, ‘Shouldn’t Couldn’t Wouldn’t,’ sees NIKI team up with Rich Brian to tell a story of unrequited love. The passionate track explores coming to terms with the fact someone just isn’t right for you, propped up against shimmery production and NIKI’s sugary sweet vocals.
“That was something we all related to and thus probably everybody out there in the world who’s fallen in love would relate to, as well. It’s a play on should of, could of, would of, but this is like should not, could not and would not.
“That was definitely one of my favourite songs that I’d written up to that point, because it was witty but melancholy at the same time.”
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Another side of 88rising sees them foster talent that might otherwise not receive the same opportunities and provide success stories for aspiring Asian musos to look up to.
For NIKI - who initially moved to America in 2017 to study – pursuing music full-time was a hard thing for her parents to deal with; to her, a career in the arts is “pretty taboo” in Asian cultures and something that over time she hopes breaks down.
“Traditionally, it’s looked down upon or not seen as a ‘real job,’ like a lot of my friends study classical piano for 12 years and then come university, the parents are like oh, now it’s time to grow up and do something real.
“Gaining my parents approval and my dad coming to terms with it took a lot of courage and risk but it was absolutely worth it in the end. Now my dad’s my number one fan. The arts are, especially in this day and age, total viable career and if you work hard and you’re passionate about it, do it.”
The pop powerhouse just wants to represent Asian females and, aided by 88rising, smash down ingrained stereotypes: “I do think there’s still so much progress to be made, but at least there has been progress.”
“The main takeaway, if you listen to 88 or my music, I hope that beyond just what we’re saying in the songs, I really hope that our presence and the fact that we’re doing this, I hope you take it as encouragement for you to pursue whatever you want, as well.”
Find more information on 88rising here or keep up to date with NIKI here.
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